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Whether it’s “kid scooters”, “kid’s scooter”, or “kids scooters”, people interested in buying a scooter for their child want to see the most relevant ads despite slight variations in their search query. That’s why starting in late September, we’re applying close variant keyword matching, an intuitive way to connect people with the businesses they’re searching for, to all exact and phrase match keywords.Google AdWords Going Close Variant Keyword Matching: Exact Match No Longer Possible [adwords.blogspot.com]
Starting in late September, we’re applying close variant keyword matching to all exact and phrase match keywords. Because close variant matching was already the default setting for campaigns, most of you won’t see a change in your keyword matching behavior. For advertisers that opted out, the option to disable close variants will be removed in September. Your exact and phrase match keywords will then begin matching to close keyword variations, allowing you to reach more of your potential customers with the right ad while aiming to lower cost per click and improve clickthrough rate.
With this update, you no longer have to build exhaustive lists of misspelled, abbreviated, and other close variations of your keywords to get the coverage you want. Instead, focus on adding negative keywords--including close variants you don’t want to match for--to shape traffic and reduce cost. This can improve your campaigns’ ROI and help deliver a better ad experience for your customers.
Google is telling us that we don't need to build detailed exact match lists, and that we're missing opportunities
doesn't offer either advertisers or searchers a way to disable the display of alternative results
I think people have started thinking more about the value of getting the customer, and then working to keep them, then worrying about initial profitability, and I've been stressing this to clients as well.